Big Pharma - Now hiring HOTTIES

News Flash: Doors Open for Attractive Women.

Anyone who has seen the parade of sales representatives through a doctor's waiting room has probably noticed that they are frequently female and invariably good looking. Less recognized is the fact that a good many are recruited from the cheerleading ranks.

Known for their athleticism, postage-stamp skirts and persuasive enthusiasm, cheerleaders have many qualities the drug industry looks for in its sales force. Some keep their pompoms active, like Onya, a sculptured former college cheerleader. On Sundays she works the sidelines for the Washington Redskins. But weekdays find her urging gynecologists to prescribe a treatment for vaginal yeast infection.

So, this country's newspaper of record just noticed that hot women get stuff handed to them just for being hot? Where have they been? Not that there's anything wrong with that.

But, Lamberto Andreotti, an executive with Bristol-Meyers Squibb has the nerve to deny that sex appeal has anything to do with a policy of recruiting cheerleaders to sell pharmaceuticals.

"Obviously, people hired for the work have to be extroverts, a good conversationalist, a pleasant person to talk to; but that has nothing to do with looks, it's the personality,"

"Nothing do do with looks?" Please.

Come on, Mr. Andreotti. Why blow your credibility with such a transparent lie?

Cheerleaders have become legitimate athletes in their own right in college and high school. However, anyone who denies the sex appeal factor of cheerleading is just being dishonest. One of the advantages that an attractive woman has over other people in any venue is implied sexual availability. To be fair, in many cases it is projected onto the woman, rather than consciously emanating from her. It might not be fair, but it is a fact. These companies know this. They are exploiting sexuality, even if the women don't intend to.

Certainly, most of these women are intelligent and goal-oriented. They are educated. But, if all you need is "persuasive enthusiasm" to sell your product, you could hire a college debate champion.